SinglePoint Launches Ad-Insertion Platform for Mobile-Based ITV

--Integrates New Platform with Three Mobile Ad Networks
--Builds Mobile Alerts Service for NBC's Olympics Coverage

SinglePoint--a Bellevue, Washington-based company which specializes in mobile-based interactive and participation TV, and which was recently chosen by NBC Universal to provide mobile interactive TV services across a broad range of its programming and channels (according to research conducted by Nielsen, the company processed 84% of interactive TV transactions initiated by mobile text message users on the top four US carriers in the second half of 2007)--is expanding its portfolio of mobile ITV services to encompass advertising. The company last month unveiled an offering, dubbed SingleBrand, which it is billing as "the first mobile ad-insertion platform dedicated to retrieving and serving ads in conjunction with the scheduled inventory of popular interactive TV shows seen on Bravo, NBC Universal, MTV, Fox, the CW and others," and as "a centralized solution to reaching millions of engaged mobile phone users that interact on a daily basis with TV programs."

According to SinglePoint, SingleBrand allows advertisers to insert advertising into existing mobile interactive TV campaigns powered by SinglePoint technology. Thus, for example, when viewers respond to a call-to-action to cast a vote for their favorite performer via their mobile phones, they could receive a confirmation reply thanking them for voting that would also include an ad. The service would thus allow interactive TV programming to generate additional revenues. SinglePoint claims that the SingleBrand ad-insertion platform provides easy integration options for ad networks. Once a connection is made, the company says, SingleBrand dynamically requests ads from the ad network for insertion into scheduled interactive TV campaigns. The platform offers advertisers SMS ad-insertion, enabling direct response campaigns such as click-to-call, click-to-link and click-to-SMS, SinglePoint says, and can also be easily customized and integrated with third-party campaign creation and advertiser management solutions, to support applications such as ticketing/coupons, video streaming and content download. Additional benefits of the platform, according to SinglePoint, include enhanced customer targeting and time- and location-sensitive campaigns. "There has been high demand from our media and entertainment partners and the advertising community for ad-supported mobile SMS and MMS campaigns," SinglePoint president and CEO, Rich Begert, said in a prepared statement. "The introduction of SingleBrand is our response to this growing demand. SinglePoint has processed close to 100 million interactive transactions over the past twelve months alone, so adding an advertising component to these transactions is the natural next step in expanding our suite of mobile campaign solutions."

Earlier this month, SinglePoint announced that it had reached agreements to integrate the new SingleBrand ad-insertion platform with three mobile ad networks: Ringleader Digital, JumpTap and 4INFO. Integration with SingleBrand will allow each of the networks to access available inventory and insert branded messages directly into SMS/MMS message campaigns tied to TV shows that incorporate viewer participation. "Access to this unique inventory of brand-loyal, mobile-savvy audiences provides a compelling opportunity for our clients," Bob Walczak, Ringleader Digital's founder and CEO, said in a prepared statement. "The fact that every viewer makes the choice to opt in to receive mobile messages makes them a prime audience for targeted mobile ads. The value of targeting consumers demographically and psychographically with information from SinglePoint is key." Added SinglePoint's Rich Begert: "Ringleader Digital, JumpTap and 4INFO recognize the tremendous value we can offer to their clients. By providing mobile ad networks and agencies with access to this inventory, SinglePoint is connecting interactive TV programs with quality brand advertisers. Interest in accessing this inventory is very high."

In other SinglePoint news: The company was recently tapped by NBC to build a mobile alerts service for the broadcaster's coverage of the Beijing Olympics. The service allowed consumers to sign up to receive daily news bulletins, and real-time alerts including breaking news, athlete news, medal results and event reminders. It also provided them with the option of receiving multimedia alerts, including video highlights and photos of the day for various sports categories. Consumers could sign up for the alerts, which were available to customers of all US wireless carriers, by visiting NBCOlympics.com or the NBC Olympics Mobile site. "This comprehensive mobile alerts program of Olympic news and updates means we can connect with our viewers on a 24/7 basis throughout the Games," Perkins Miller, SVP of digital media at NBC Sports and Olympics, said in a prepared statement. "Olympic fans can personally customize alerts for every sport, top US athletes, and real-time medal results. It's an unparalleled breadth of timely content, and SinglePoint has the ability to scale to handle this complex and ambitious alerts program."